Persil ProClean Unveils Cleaning Superhero During Super Bowl LII

Henkel North America’s premium laundry detergent brand, Persil ProClean, unveiled its new stain-fighting commercial during Super Bowl LII. 

 

The 30-second spot, which ran during the 2nd Quarter, featured Persil detergent’s superhero, “The Professional,” played by actor Peter Hermann, who you may know from the television series “Younger”. In the spot, “The Professional” comes through the television to tackle a “guacward” situation by directly interacting with a group of friends who were watching the big game together.   

 

In Persil detergent’s version of a ‘time out’, “The Professional” suddenly appeared on television to point out a big guacamole stain on the pink shirt of one of the friends.  He then literally stepped out of the television and into the room. As the stunned, bemused group looked on, “The Professional” gave his “tip for that dip“:  Persil ProClean laundry detergent delivers an exceptional clean to help tackle Game Day stains. After cleaning the guacamole stained shirt, “The Professional” stepped back into the television and threw the group a bottle of Persil, leaving a friend wondering if they had all been hallucinating. 

The spot, created by DDB New York, and directed by Tim Heidecker and Eric Wareheim from PRETTYBIRD, known for the “Tim and Eric Awesome Show, Great Job!”, is part of a larger integrated marketing campaign that includes a Persil ProClean Super Bowl microsite, persilproclean.com/the-big-game, a series of short videos featuring “The Professional” on YouTube and Facebook, a content partnership with high profile influencers, and local market restaurant partnerships and product sampling. 

 

Globally-renowned for more than a century in over 60 countries, the Persil brand has been available to U.S. consumers since 2015. Within three short years, the exceptional stain-fighting, whitening and freshness of Persil ProClean has led to impressive repeat purchase rates that continue to push the detergent category forward.  Persil ProClean brand portfolio, consisting of Power-Liquid and Power-Caps, can be found in stores nationwide.